Amazon is banning the sale of Apple and Google streaming devices

The move to ban rival streaming devices comes ahead of the crucial Christmas selling period

Amazon has recently been ramping up Prime Video, investing heavily in programming

In a telling revamp of its retail strategy, Amazon is banning Google and Apple's video-streaming products from its online stores.

Amazon has said it is banning the rival products because they don't "interact well" with its own Prime Video streaming service.

Amazon is halting new listings of Apple TV and Google’s Chromecast, according to an email seen by Bloomberg. Prime Video content does not easily run on the Apple and Google devices.

All existing stock will be removed by October 29.

Other, similar devices, such as Microsoft's Xbox and Sony's Playstation will not be affected, as they are more compatible with Prime Video.

Amazon’s own device, Fire TV, which connects to TVs through an HDMI port, is its best-selling electronic device.

Amazon has recently been ramping up Prime Video, investing heavily in programming.

It has commissioned a TV series written and directed by Woody Allen and hired Jeremy Clarkson, Richard Hammond and James May for a new car programme in a deal described by founder Jeff Bezos described as "very expensive".

The move to ban Apple and Google’s streaming devices comes ahead of the crucial Christmas selling period.

Analysts said Google was likely to feel more pain than Apple as a result, as Apple sells products through its own stores, but there could also be repercussions for Amazon.

"This has the potential to hurt Amazon as much as it does Apple and Google," said Barbara Kraus, an analyst at Parks Associates, told Bloomberg.

"As a retailer, I want to give people a reason to come to me. When I take out best-selling brands, I take away those reasons."